Pirelli Tire North America is making investments in strengthening its brand presence in the U.S., Claudio Zanardo, the company's CEO, tells MTD.

MTD: Can you bring us up to speed on Pirelli Tire North America's business so far in 2026? What have been some of the company's challenges and achievements?

Zanardo: Pirelli Tire North America continued to perform strongly, driven by our strategy of premium-focused growth. We delivered positive results in both the high-value replacement and original equipment segments.

A key achievement this year, which underscores our commitment to the region, is that at our latest board meeting, the board was informed of a multi-year investment plan for the United States of between approximately $1 billion and $1.2 billion dollars, which had already been considered during the previous mandate.

Pirelli, thanks to changes in its governance established by the DPCM Golden Power, was able to agree in principle to terms with the BIS (US Department of Commerce Bureau of Industry and Security) that will allow the introduction of the Cyber Tyre on the U.S. market. The expansion plan will support the growth of the high value segment in North America and strengthen the local-for-local strategy in this market.

We are also pleased with the continued expansion of our premium product portfolio penetration, strong OE relationships with key automakers and growing brand awareness in the region.

A key example is the recent launch of the new Pirelli Scorpion AS 4, the next evolution in our Scorpion all-season family for crossovers, SUVs and pick-up trucks. Developed using virtualization and advanced digital design technologies, the Scorpion AS 4 delivers enhanced wet braking, precise handling, improved ride and noise comfort and strong mileage performance, backed by a 70,000-mile treadwear warranty. The launch reflects our continued focus on developing products specifically engineered for North American driving conditions. At the same time, our strength in sport and motorsport continues to play an important role in elevating the brand across the region.

Of course, we recognize that the environment remains complex. In response, we have put in place a series of measures to mitigate risks and ensure continued operational resilience and commercial agility.

MTD: What's your assessment of PLT replacement tire demand? What are you hearing from your dealers and distributors?

Zanardo: In the first half of the year, the North American PLT replacement market has faced a more challenging demand environment, reflecting macroeconomic uncertainty and more cautious consumer spending. Despite these conditions, Pirelli has delivered a positive performance, driven by the successful execution of our high-value (tire) strategy, the strength of our brand and the continued expansion of our product portfolio. The 18-inch-and-above segment has remained more resilient than the overall market and our dealers and distributors continue to report solid demand for Pirelli products, supported by our strong positioning in the premium and performance segments.

MTD: Last year when we talked, you said, "While we are planning to expand our industrial footprint in the U.S., our Mexico plant remains strategic." Are you increasing capacity at either plant or both plants and if so, can you provide details? What percent of your U.S. products does the Mexico plant currently produce? Do you foresee that increasing over time?

Zanardo: The United States continues to be a critical pillar of our industrial footprint. Looking ahead, we are planning to further strengthen our manufacturing presence and support the development of advanced technologies, including Cyber Tyre, in line with our long-term strategy and the evolving needs of the North American market. In parallel, we are continuing targeted automation and efficiency upgrades at the plant. We are also finalizing the latest evolution of our MIRS robotized manufacturing system in Rome, Ga., which will further enhance productivity, flexibility and premium tire production capabilities. At the same time, Mexico continues to play a meaningful and complementary role in supplying the North American market, particularly for selected passenger and light truck lines, supporting regional demand and production flexibility.

Looking ahead, we see our manufacturing footprint evolving in a more balanced and integrated way. The United States will increasingly focus on high-value, premium and connected technologies, while Mexico continues to support broader regional supply needs. The overall structure will continue to be guided by market demand, product mix and efficiency considerations, as we strengthen our local-for-local strategy across North America.

MTD: From a distribution standpoint, how is the partnership with TireHub coming along? Is it producing the results that Pirelli intended?

Zanardo: We have a strong distribution network, made up of a select number of wholesalers that are highly loyal and specialized in Pirelli products. TireHub is one of our partners and the collaboration is progressing steadily, supporting improved reach and availability. We continue to refine it to boost our growth ambitions.

MTD: Pirelli continues to make substantial investments in sports marketing in the U.S. What return on investment is this generating?

Zanardo: Our sports marketing investments are a core element of Pirelli’s global brand positioning, and the U.S. is no exception. While we don’t evaluate these initiatives purely on short-term financial return, we closely track their impact through brand awareness, dealer engagement and ultimately, consumer pull-through and we consistently see strong results.

Motorsport remains central to this approach. Our long-standing partnership with Formula 1 continues to be a powerful platform, especially as the sport’s popularity accelerates in the U.S. with multiple races and growing fan engagement. In addition, our involvement in series like the Porsche Carrera Cup North America reinforces our connection to performance, innovation and premium automotive culture at a more grassroots yet highly targeted level.

Beyond motorsport, we are also expanding into complementary premium sporting platforms, such as our recent sponsorship of the Miami Open. This allows us to engage with a broader, affluent audience while maintaining strong alignment with performance, excellence and lifestyle positioning. Altogether, these partnerships strengthen Pirelli’s positioning in the premium segment, support our OE credibility and differentiate us in a highly competitive market.

MTD: Pirelli rolled out an associated dealer program, Pirelli Performance, in 2023, but we haven't heard much about the program since then. Does it still exist? What are some of the things Pirelli is doing to grow its U.S. dealer base?

Zanardo: The Pirelli Performance dealer program remains active, though it has evolved significantly since its initial roll-out in 2023. Today, it is an integrated framework for dealer engagement - combining training, digital tools, merchandising support and co-marketing investments.

Our broader U.S. dealer strategy continues to focus on deepening relationships with high-quality partners, expanding coverage in strategic metropolitan areas and supporting dealers as they transition toward EV-ready service and product needs.

MTD: What can we expect to see from Pirelli Tire North America during the rest of the year and into 2027?

Zanardo: Looking ahead, we expect replacement market conditions to improve in the second half of the year, particularly in the 18-inch-and-above segment. We also expect demand to remain differentiated between the high-value and standard segments, with premium products continuing to show greater resilience. 

For Pirelli, our focus will remain consistent: disciplined growth in the premium segment, expansion of high-performance offerings, continued strengthening of our U.S. manufacturing and supply chain footprint and deeper integration with key distribution partners.

At the same time, we are placing increased emphasis on strengthening our brand presence in the U.S., not only through global platforms, but by connecting more directly with local audiences. This includes expanding initiatives and touch points that resonate specifically with U.S. consumers, while continuing to grow a localized product offering tailored to the unique needs and preferences of this market.

Our overall direction is clear: sustainable, profitable growth anchored in the premium positioning of the Pirelli brand, with a sharper focus on local relevance and consumer connection.